A Design System for the Pharmaceutical Industry

Project Details

IMA is a world leader in the design and production of automatic machines for the processing and packaging of pharmaceutical
products, cosmetics, food, tea and coffee. Their machine portfolio is impressive and ever growing: their need was to bring unity to the different industry softwares used in their plants.

WIth NiEW Design, we were involved to bring a user-centered approach to bring consistency and recognizability in their experience.
We came up with a concept, MAX: a Corporate HMI System embedded in all IMA machines.

MAX is the result of a user-centered design project that included field research and testing with real operators all around the globe.
I have actively participated to customer visits in Europe and Italy: starting from observation on the context and general user research, we did contextual interviews and usability testing of different prototype proposals.

The core values of MAX are flexibility, consistency and effectiveness. On one hand the system adapts contents to each user goals and skills, on the other hand it lets users customize a wide part of it with their own favourite features and controls. It is multi-device ready and has been designed for a systemic approach and diffusion, following the good practices of industry 4.0

MAX is not just a machine interface: it is one of the first design systems for the industry –  it can adapt and mold itself to offer simplicity, consistency and effectiveness to all kinds of users.

 Different users with different tasks have the possibility to access to the system using their devices. Every part of the system is coherently integrated and governed in a univocal way, following the guidelines of a Corporate User Experience.

Deliverables and Process

I have led the project as Visual design competence coach, from the creation of the first prototype to the full product development. I was regularly conducting workshop with IMA team of graphic designers and developer to review their work and sketch together new solutions.
I also contributed as a UX researcher in customer visits in France and Northern Italy for testing the prototype and collecting feedback.
I created the flows and templates of IMA’s tailor made Design System, MAX. In this system, I incorporated the Visual design concept and the related deliverables: brand analysis and brand book, sets of UI elements, animation and interaction guidelines, specifications for the Front End team.


IMA – Industria Macchine Automatiche

My role

Senior UX Designer
Visual Design coach
Design Researcher


October 2015 – August 2016